Download - Final cauliflower presentation
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- 1. CAULIFLORA: AS UNIQUE AS THE PEOPLE WHO PREPARE IT Emily Cummins, Amy Mulvey, Mary Schwappach, Ernesto Aveledo SosaCauliflora
- 2. AGENDA Cauliflora
- 3. CONNECTION WITH DOLE Cauliflora Cauliflora
- 4. SITUATION ANALYSIS Cauliflora
- 5. THE PRODUCT CaulifloraEats.com Front View CaulifloraEats.com Featured Recipe: Cauliflower Pizza Crust From: Liz Clarke, NY Ingredients: 4 cups raw cauliflower rice 1 egg 1/3 cup cheese Pinch of salt Pinch of Pepper Directions: Preheat to 300 Mix Ingredients Line Pan with Mix Bake for 35-40 mins. Take a photo of floor sticker and post on Twitter with the name of your recipe & #Cauliflora #Whole Foods for your chance to be the next featured recipe! Rear View As Unique as the People Who Prepare It!
- 6. CONSUMER DEMOGRAPHICS Gender Total 000 Projected 000 PCT Across PCT Down Index Women 100,396 27,973 27.9 75.9 111 Men 46,863 8,871 18.9 24.1 76 Age: Women Total 000 Projected 000 PCT Across PCT Down Index 25-54 55,563 14,381 25.9 39 103 18-49 53,302 12,332 23.1 33.5 92 18-34 25,363 5,106 20.1 13.9 80 Household Income Total 000 Projected 000 PCT Across PCT Down Index 60K-74.9K 14,839 4,040 27.2 11 109 75K-149.9K 37,577 10,867 28.9 29.5 116 150K+ 13,814 4,440 32.1 12.1 128 Cauliflora
- 7. TRENDS Rising Trends in Personalization & Convenience Cauliflora Rising Trend of Obesity which leads to focus on healthy eating Rising Trend in Farmers Markets Higher demand for fresh produce Rising trend in consumers willingness to try new recipes
- 8. COMPETITORS 1. Smaller Cauliflower Brands Andy Boy Ocean Mist Farms Queen Victoria 2. Other Cruciferous Vegetables Broccoli Green Giant (Target) Bok Choy Kale Cabbage Green Giant (Target) Cauliflora
- 9. COMPETITORS 25% 11% 46% 18% Market Share of Canned Vegetable Market Del Monte General Mills Private Label 3. Canned/Bagged Vegetables 4. Secondary Vegetable Markets Cauliflora
- 10. CREATIVE BRIEF Cauliflora
- 11. MARKETING STRATEGY Key Fact: Consumers do not perceive the versatility value of cauliflower. Marketing Problem: Generate awareness of how cauliflower can be used in a variety of ways to promote healthy living and an assortment of options. Cauliflora
- 12. September October November December January February March April- August MEDIA STRATEGY & PLAN Nashville Music City Food & Wine Festival Promotion Prime Time Cable Television Magazines Digital Display Ads Prime Time Cable Television Magazines Digital Display Ads New York City Food & Wine Festival Promotion Budget: $7 Million In all months: Brand Website Pinterest Twitter Flighting Media Plan Cauliflora South Beach Wine + Food Festival Promotion New York City Food & Wine Festival Promotion
- 13. MRI+ DATA CLASS & VEHICLES TV Projected 000 Inde x Cable Services: Cooking Channel 6,768 125 Cable Services: HGTV 8,829 114 Cable Services: Food Network 11,042 111 HH subscribe to Cable 19,107 104 TV (Prime Time): II 7,479 104 TV (Prime Time): I (Heavy) 7,191 93 Specific Magazines Projected 000 Index Bon Appetit 1,772 148 Real Simple 2,389 146 Taste of Home 3,354 141 Cooking Light 2,884 129 Good Housekeeping 5,018 129 Weight Watchers 2,169 124 Martha Stewart Living 2,519 122 Better Homes & Garden 8,617 119 Food Network Magazine 2,587 118 Parents 2,565 103 Cauliflora
- 14. Prime Time Television Magazines TRADITIONAL MEDIA Benefits: Reaches Correct Audience Demonstration Ability Appetite Appeal Benefits: Selectivity of Audience Appetite Appeal High Pass Along/Long Life Weaknesses: Expensive Some Waste Coverage Fleeting Message (15 sec.) Weaknesses: Non-Intrusive No Demonstration Long Lead Time Cauliflora
- 15. TV AD STORYBOARD Our lives are busy. In the middle of the hustle & bustle, it can be hard to make sure our kids are getting the nutritious food they need. Especially when theyre picky. Cauliflora: As Unique as the People Who Prepare It www.CaulifloraEats.co m But it doesnt have to be difficult to find something for everyone Connections to Other Media: Provides web address & Pinterest/Twitter Icons Cauliflora
- 16. MAGAZINE MOCK-UP Connections to Other Media: Provides web address & Pinterest/Twitter Icons Similar Image/Message to TV & Mag. ads
- 17. Brand Website Pinterest Twitter Digital Display Ads DIGITAL MEDIA Benefits: Free Media Offers Recipes Interactive Generates Earned Media Cauliflora Benefits Connects all Media Offers Recipes Always On Media Benefits: Free Media Interactive Generates Earned Media Promotion Platform Weaknesses: Difficult to Drive Traffic Weaknesses: Difficult to Drive Traffic Must Generate Content Weaknesses: Lack of Control Must Generate Content Benefits: Direct Clicks Contextual Media Cauliflora Weaknesses: Low Click Through Rate Cauliflora
- 18. BRAND WEBSITE Forum Cauliflor a www.CaulifloraEats.co m Link to Other Media: Provides Pinterest/Twitter Icons Videos from Promotional Events on Videos Tab Recipes referenced on TV & Mags. On Forum Cauliflora
- 19. PINTERES T Connections to Other Media: Provides recipes referenced on TV & in Magazines Traffic driven here from TV, Magazines, Website & Promotions Cauliflora
- 20. DIGITAL DISPLAY ADS MOCK-UP As Unique as the People Who Prepare It! Cauliflora Connections to Other Media: Provides clickable link to website Pinterest/Twitter Icons Similar images to TV & Mags. Cauliflora
- 21. PROMOTIONS Cauliflora
- 22. CONSUMER PROMOTION: FOOD FESTIVALS Links to Other Media: Offer recipes shown in TV, Mags, Banner Ads Videos of the events will be uploaded onto Forums tab of Website
- 23. TWITTER CONTEST Co-Op Advertising Incorporates Retailers Generates Earned Media Buzz on Twitter Gets Consumers to Work for Us No Budget Necessary! Cauliflora 1. Take a picture of this sticker on your phone 2. Post on Twitter with the name of your favorite Cauliflower Recipe & #Cauliflora #Whole Foods for YOUR CHANCE to be the next featured recipe on Cauliflora Packaging! Visit us at CaulifloraEats.com & Follow us on Pinterest for Great Recipes! @CaulifloraEat s
- 24. TWITTERCauliflower Popcorn Recipe!! #Cauliflora #Meijer CaulifloraEats.com Featured Recipe: Cauliflower Pizza Crust From: Liz Clarke, NY Ingredients: 4 cups raw cauliflower rice 1 egg 1/3 cup cheese Pinch of salt Pinch of Pepper Directions: Preheat to 300 Mix Ingredients Line Pan with Mix Bake for 35-40 mins. Take a photo of floor sticker and post on Twitter with the name of your recipe & #Cauliflora #Whole Foods for your chance to be the next featured recipe! Rear View
- 25. QUESTIONS? Cauliflora Cauliflora